Database Direct Response Marketing Personal Selling

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "Database Direct Response Marketing Personal Selling"

Transcription

1 11 Chapter Eleven Database Direct Response Marketing Personal Selling 11-1

2 11 Selling Words 1400 Words - Copywriting service Business development specialist Generate prospects Collect information Qualify prospects Makes sales calls Closing Follow up 11-2

3 11 Database Direct Response Marketing Personal Selling Chapter Objectives 1. What role does database marketing, including warehouse, data coding and analysis, and data mining, play in creating and enhancing relationships with customers? 2. How can database-driven marketing communication programs help personalize interactions with customers? 3. How do database-driven marketing programs create sales and build bonds with customers? 4. When should direct response marketing programs be used to supplement other methods of delivering messages and products to consumers? 5. What are the tasks involved in developing successful personal selling programs for consumers and businesses? 6. How should database marketing and personal selling programs be adapted to international settings? 11-3

4 11 Database Direct Response Marketing Personal Selling Chapter Overview Database marketing Building a data warehouse Database coding and analysis Data mining Database-driven marketing Communications Programs Personal selling 11-4

5 Database Marketing Identifying customers Database Building relationships 11-5

6 F I G U R E Tasks in Database Marketing Building a data warehouse Database coding and analysis Data mining Data-driven marketing communications Data-driven marketing programs 11-6

7 Building a Data Warehouse Operational database Customer transactions Follows accounting rules Marketing database Current customer information Former customer information Prospect information 11-7

8 Marketing Data Warehouse Customer names and addresses addresses Record of visits to the firm s Web site Customer history Customer survey results Preferences and profiles Marketing campaign results Appended data Coded data 11-8

9 and Internet Data Cost effective communications Build relationships Cookies Store information Personalize Web site Customize content 11-9

10 Purchase and Communication Histories Detailed customer histories Every interaction with the company Determine future communications Assist marketing team in evaluating Customer s lifetime value Other customer metrics 11-10

11 Customer Information Companies Data research firms Knowledge Base Marketing Donnelly Dialog Claritas Demographic data Psychographic data Online information + offline information Acxiom Datran Media 11-11

12 Geocoding Adding geographic codes Plot on a map Combine with demographic and lifestyle information Identify clusters CACI Coder/Plus 11-12

13 Trade Area Draw Analysis Sample CACI Report for a Proposed Store Site Percentile # of Customers Distance # of Households Penetration Rate 25% , % 50% , % 75% 1, , % 90% 1, , % Based on a customer profile presented to CACI, 50% of the firm s target customers live within 2.32 miles of the proposed retail site. Of the 14,803 customers who live within 2.32 miles, only 985 (or 6.7%) are currently customers of this firm

14 Database Coding and Analysis Personalized communications Marketing campaigns Common forms of coding Lifetime value analysis Customer clusters 11-14

15 Lifetime Value Analysis Represents the profit revenue of a customer throughout the lifetime of the relationship Individual lifetime value Customer segment lifetime value Key figures Revenue and costs Retention rate Visits or purchases per time period 11-15

16 Customer Clusters Group customers into clusters Develop unique marketing programs for each cluster Increase advertising effectiveness 11-16

17 Data Mining Building profiles of customer groups Preparing models that predict future purchase behavior Examples First Horizon profiles best prospects American Eagle price markdowns Staples profiles of best customers 11-17

18 F I G U R E Purposes of Data Coding and Data Mining Develop marketing communications Develop marketing programs For personal sales Qualify prospects Information for sales calls 11-18

19 Database-Driven Marketing Communications Identification codes Customer profile information In-bound telemarketing Trawling 11-19

20 F I G U R E Why the Internet is Important in Customer Communications Low cost Available 24/7 Metric analysis If the message was read Time it was read How much time was spent Customers access to additional information Build a bond with customers 11-20

21 Identification Codes Log-in access to special pages Cookies Customized Web pages Individual offers Specialized communications Communication chain with purchase 11-21

22 Customer Profile Information Customer preferences Customer information Individualize messages Bluefly.com Sends messages about new fashions Personalized responses to inquiries 11-22

23 In-Bound Telemarketing Immediate knowledge of customer Customer data immediately available Personal interaction Customer value and status Recent purchases or interactions Customer preferences and profile 11-23

24 Trawling Search for specific information Some possible uses Home Depot individuals who moved Anniversary of last (special) purchase Individuals who have not made recent purchase Individuals who have made recent purchase Purchase of a specific item then cross-sell 11-24

25 Database-Driven Marketing Programs Permission marketing Frequency programs Customer relationship management 11-25

26 Permission Marketing Backlash to spam, junk mail Consumers give permission Can be offered through Internet Telephone Mail Higher response rates 11-26

27 F I G U R E Steps in Building a Permission Marketing Program Obtain permission. Offer a curriculum over time. Offer incentives to continue the relationship. Increase level of permission. Leverage the permission to benefit both parties

28 Keys to Successful Permission Marketing Ensure recipients have granted permission Make s relevant Customize program by tracking member activity Empowerment Reciprocity 11-28

29 F I G U R E Reasons Consumers Opt into an Permission Program Sweepstakes or chance to win 41% Found site randomly required to access content Already customer 37% 38% 40% Friend recommended 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Percent of Respondents Source: Based on Joseph Gatt, Most Consumers Have Reached Permission Threshold, Direct Marketing (December 2003), pp

30 F I G U R E Reasons Customers Remain Loyal to a Permissions Relationship Interesting content 36% Account status updates 35% Contests and sweepstakes 34% Price bargains 34% Entertaining 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% Percent of Respondents Source: Based on Joseph Gatt, Most Consumers Have Reached Permission Threshold, Direct Marketing (December 2003), pp

31 Frequency Programs Reward loyalty Encourages repeat purchases Airlines and grocery stores 2/3 of consumers belong Average household in 14 programs Actively participate in 6 programs 11-31

32 F I G U R E Benefits of Loyalty Programs Cited By Customers 70% 66% 60% 50% 40% 43% 38% 36% 33% 30% 20% 18% 12% 10% 0% Discounts and savings Better deals and offers Free products Perks and privileges Cash back Recognition and appreciation Individualized attention Source: Adapted from Mark Dolliver, Gauging Customer Loyalty, Adweek, February 16,

33 F I G U R E Frequency Program Goals Maintain or increase sales, margins, or profits Increase loyalty of existing customers Preempt or match a competitor s offer Encourage cross-selling Differentiate the brand Discourage entry of a new brand 11-33

34 Principles Frequency Programs Design the program to enhance the value of the product. Calculate the full cost of the program. Design a program that maximizes the customer s motivation to make the next purchase. Sent letter to 4,000 offering $5 discount on dinner. Average visits increased From 25 to 42 during promotion From 25 to 29 after promotion Card holders visits increased Incremental sales increased $17,100 during promotion $4,700 after promotion 11-34

35 Customer Relationship Management Database technology Customize products Customize communications Many CRM programs failed Built on two primary metrics Lifetime value Share of customer 11-35

36 Customer Relationship Management Steps to Develop 1. Identify the company s customers. 2. Differentiate customers in terms of needs and value. Lifetime value Share of customer 3. Interact with customers. Improve cost efficiency Enhance effectiveness of interaction. 4. Customize goods or services

37 Customer Relationship Management Reasons for Failure Implemented before a solid customer strategy is created. Rolling out a CRM program before changing the organization to match the CRM program. Becoming technology driven rather than customer driven. Customers feel like they are being stalked instead of being wooed

38 Direct Response Marketing Direct Marketing Association Prospecting 60% Customer retention 40% It works! Customers respond Telephone Retail store PURL 11-38

39 F I G U R E Methods of Direct Marketing Direct mail to customers Direct mail to prospects Statement stuffers Catalogs Direct response-promotions Direct response-radio Direct response-tv Direct response-internet Search engine marketing Search engine optimization to customers to prospects Inbound telemarketing Outbound telemarketing 8% 10% 16% 24% 21% 29% 22% 17% 16% 24% 46% 55% 73% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of Companies Using Particular DM Methodology Source: Based on Richard H. Levy, Prospects Look Good, Direct, Vol. 16 (December 1, 2004), pp

40 Direct Mail Most common form of direct marketing Types of lists Response list Compiled list Advantages Target mailings (consumer, B-to-B) Measurable Driver of online sales Disadvantages Clutter Costs Digital direct-to-press 11-40

41 Catalogs Long-term impact Low-pressure sales tactics First stage in buying cycle Database Specialty catalogs Business-to-business 11-41

42 Direct Response Media Television Radio Magazines Newspapers 11-42

43 Internet Direct response to ads Cost-effective Builds relationships Personalization of communication Customization of offer Search engine ads 11-43

44 Direct Sales Consumer direct sales Host parties Amway, Mary Kay, Avon Mark 11-44

45 Telemarketing Inbound telemarketing Cross-selling Outbound telemarketing Cold calling Database Prospects 11-45

46 Personal Selling Face-to-face opportunity Build relationships New customers Current customers Relationship selling Create customer for life 11-46

47 F I G U R E Steps in the Selling Process Generating leads Qualifying prospect Knowledge acquisition Sales presentation Handling objections Sales closing Follow-up 11-47

48 F I G U R E Methods of Generating Sales Leads Referrals Database-generated leads Trawling Analytical techniques Data mining Networking Directories Cold calls 11-48

49 Qualifying Prospects Not all leads are viable Not all leads are equal in value Two dimensions Potential income Probability of acquiring Categorize prospects 11-49

50 Marketing Approaches Prospect Categories Sales Calls A Leads B Leads C Leads D Leads Telemarketing / Marketing materials Monitored for future 11-50

51 F I G U R E Knowledge Acquisition Information Understand the prospect s business. Know and understand the prospect s customers. Identify the prospect s needs. Evaluate risk factors and costs in switching vendors. Identify the decision makers and influencers

52 Sales Presentation Stimulus-response Need-satisfaction Problem-solution Mission-sharing 11-52

53 F I G U R E Handling Objections Head-on method Indirect method Compensation method Feel, Felt, Found 11-53

54 F I G U R E Methods of Closing Sales Direct close Trial close Summarization close Continuous yes close Assumptive close 11-54

55 International Implications Differences in technology Laws and regulations Local customs Infrastructure 11-55

56 Integrated Campaigns in Action 10-56

over-the-counter selling personal selling field selling network marketing telemarketing outbound telemarketing inbound telemarketing inside selling

over-the-counter selling personal selling field selling network marketing telemarketing outbound telemarketing inbound telemarketing inside selling personal selling over-the-counter selling field selling network marketing outbound telemarketing telemarketing inbound telemarketing inside selling relationship selling consultative selling cross-selling

More information

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES Chapter 1: Introduction to CRM Selected definitions of CRM 1 CRM is an information industry term for methodologies, software, and usually Internet

More information

Direct Marketing and MASB Peter A. Johnson VP, Strategic Analysis/ Senior Economist DMA August 14, 2008

Direct Marketing and MASB Peter A. Johnson VP, Strategic Analysis/ Senior Economist DMA August 14, 2008 Direct Marketing and MASB Peter A. Johnson VP, Strategic Analysis/ Senior Economist DMA August 14, 2008 MASB 1 What is Direct Marketing? Direct Marketing: The planned communication of marketing offers

More information

Chapter 3: Using Databases

Chapter 3: Using Databases Chapter 3: Using Databases Overview Topics discussed: Types of databases Categorization based on information in the databases Categorization based on the nature of the underlying marketing activities Categorization

More information

Pr(e)-CRM: Supercharging Your E- Business CRM Strategy

Pr(e)-CRM: Supercharging Your E- Business CRM Strategy Pr(e)-CRM: Supercharging Your E- Business CRM Strategy Presented by: Michael MacKenzie Chairman, Chief Research Officer Mike.Mackenzie@ConvergZ.com Michael Doucette President Mike.Doucette@ConvergZ.com

More information

LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD PROFITS

LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD PROFITS LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD PROFITS Loyalty is one of the great engines of business success. Frederick F. Reicheld, author of The Loyalty Effect Today s successful businesses recognize

More information

Customer relationship management MB-104. By Mayank Kumar Pandey Assistant Professor at Noida Institute of Engineering and Technology

Customer relationship management MB-104. By Mayank Kumar Pandey Assistant Professor at Noida Institute of Engineering and Technology Customer relationship management MB-104 By Mayank Kumar Pandey Assistant Professor at Noida Institute of Engineering and Technology University Syllabus UNIT-1 Customer Relationship Management- Introduction

More information

A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads. Defining Directions: The 7th Annual Intercompany LTCi Conference

A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads. Defining Directions: The 7th Annual Intercompany LTCi Conference A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads Defining Directions: The 7th Annual Intercompany LTCi Conference Direct Mail and Advertising To Generate Local LTCi Leads Presenters

More information

Chapter 11: Campaign Management

Chapter 11: Campaign Management Chapter 11: Campaign Management Overview Topics discussed: Campaign Management Process Campaign Planning and Development Campaign Execution Analysis & Control Campaign Feedback 2 Campaign A series of interconnected

More information

Optimize Omnichannel Engagement With Actionable Consumer Insights

Optimize Omnichannel Engagement With Actionable Consumer Insights Industry Study & Analysis by Exclusive Sponsor Table of Contents Introduction...3 Executive Summary...4 I.) Data, Predictive Analytics & Omnichannel Strategies...9 II.) Touch Points & Customer Identifiers...16

More information

CUSTOMER RELATIONSHIP MANAGEMENT AND DATA WAREHOUSING

CUSTOMER RELATIONSHIP MANAGEMENT AND DATA WAREHOUSING 03-03-10 INFORMATION MANAGEMENT: STRATEGY, SYSTEMS, AND TECHNOLOGIES CUSTOMER RELATIONSHIP MANAGEMENT AND DATA WAREHOUSING Duane E. Sharp INSIDE The CRM Solution; Customer Feedback; Defining the Customer;

More information

CONTEMPORARY DIRECT & INTERACTIVE MARKETING

CONTEMPORARY DIRECT & INTERACTIVE MARKETING SECOND EDITION CONTEMPORARY DIRECT & INTERACTIVE MARKETING Lisa D. Spiller Christopher Newport University Martin Baier Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape

More information

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,

More information

Assessing the Economic Value of Making the Right Customer Satisfaction Decisions and the Impact of Dissatisfaction on Churn

Assessing the Economic Value of Making the Right Customer Satisfaction Decisions and the Impact of Dissatisfaction on Churn Assessing the Economic Value of Making the Right Customer Satisfaction Decisions and the Impact of Dissatisfaction on Churn By Joel Barbier, Andy Noronha, and Amitabh Dixit, Cisco Internet Business Solutions

More information

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies

More information

CHAPTER 18: DIRECT MARKETING: THE DIALOGUE BUILDER

CHAPTER 18: DIRECT MARKETING: THE DIALOGUE BUILDER CHAPTER 18: DIRECT MARKETING: THE DIALOGUE BUILDER Chapter Objective To explain the role that direct marketing can play in an overall IMC program, and to identify the strengths and weaknesses of various

More information

PAST PRESENT FUTURE YoU can T TEll where ThEY RE going if YoU don T know where ThEY ve been.

PAST PRESENT FUTURE YoU can T TEll where ThEY RE going if YoU don T know where ThEY ve been. PAST PRESENT FUTURE You can t tell where they re going if you don t know where they ve been. L everage the power of millions of customer transactions to maximize your share of customer travel spend. Vistrio

More information

The Top 10 Tricks for Sales Lead Generation. April 4, 2013 Ruth P. Stevens www.ruthstevens.com

The Top 10 Tricks for Sales Lead Generation. April 4, 2013 Ruth P. Stevens www.ruthstevens.com The Top 10 Tricks for Sales Lead Generation April 4, 2013 Ruth P. Stevens www.ruthstevens.com Everyone hates cold calling The sales function is your single most constrained resource. You can triple sales

More information

Five Ways Retailers Can Profit from Customer Intelligence

Five Ways Retailers Can Profit from Customer Intelligence Five Ways Retailers Can Profit from Customer Intelligence Use predictive analytics to reach your best customers. An Apption Whitepaper Tel: 1-888-655-6875 Email: info@apption.com www.apption.com/customer-intelligence

More information

Get Better Business Results

Get Better Business Results Get Better Business Results From the Four Stages of Your Customer Lifecycle Stage 1 Acquisition A white paper from Identify Unique Needs and Opportunities at Each Lifecycle Stage It s a given that having

More information

TELEMARKETING Don t miss a Golden Egg opportunity to turn your telemarketing campaigns into profit centers.

TELEMARKETING Don t miss a Golden Egg opportunity to turn your telemarketing campaigns into profit centers. of the BROADER ROLE TELEMARKETING Don t miss a Golden Egg opportunity to turn your telemarketing campaigns into profit centers. NEW 1555 Pony Express Hwy Home, KS 66438 (800) 882-0803 ronen@bluevalley.net

More information

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.

More information

Data Functionality in Marketing

Data Functionality in Marketing Data Functionality in Marketing By German Sacristan, X1 Head of Marketing and Customer Experience, UK and author of The Digital & Direct Marketing Goose Data is not a new thing. Successful businesses have

More information

Chapter 2 Fashion & Marketing. Chapter 2.1 Fashion Marketing Basics

Chapter 2 Fashion & Marketing. Chapter 2.1 Fashion Marketing Basics Chapter 2 Fashion & Marketing Chapter 2.1 Fashion Marketing Basics Fashion Marketing Basics Key Terms: Marketing Marketing Concept Target Marketing Market Segmentation Demographics Psychographics Geographics

More information

Analytical CRM solution for Banking industry

Analytical CRM solution for Banking industry Analytical CRM solution for Banking industry Harbinger TechAxes PVT. LTD. 2005 Insights about What are the reasons and freq. for a customer contact? What are my product holding patterns? Which of my are

More information

Strategy + Experience + Execution = Results. Multi-Channel Marketing Solutions That Generate Results. Targeted, Effective Results!

Strategy + Experience + Execution = Results. Multi-Channel Marketing Solutions That Generate Results. Targeted, Effective Results! Strategy + Experience + Execution = Results Multi-Channel Marketing Solutions That Generate Results ABOUT US Make the Right Move and Experience Multi-Channel Marketing Solutions etargetmedia provides its

More information

27 Forest Hill Drive 978 475-4589 Andover, MA 01810 www.jpdassoc.com E-mail: JPD_Assoc@hotmail.com

27 Forest Hill Drive 978 475-4589 Andover, MA 01810 www.jpdassoc.com E-mail: JPD_Assoc@hotmail.com Calculating emarketing s ROI Today there are huge opportunities for emarketing (using a Marketing Automation application) to make significant contributions to business results. At the same time, the costs

More information

EVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES

EVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES EVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES Georgine Fogel, Salem International University INTRODUCTION Measurement, evaluation, and effectiveness have become increasingly important

More information

Applying Customer Analytics to Promotion Decisions WHITE PAPER

Applying Customer Analytics to Promotion Decisions WHITE PAPER Applying Customer Analytics to Promotion Decisions WHITE PAPER SAS White Paper Table of Contents INTRODUCTION... 1 MEASURING EFFECTIVENESS OF MASS PROMOTIONS.... 1 ASKING THE RIGHT QUESTIONS.... 2 GETTING

More information

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits)

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) This unit aims to provide candidates with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational

More information

Continuous Customer Dialogues

Continuous Customer Dialogues Continuous Customer Dialogues STRATEGIES FOR GROWTH AND LOYALTY IN MULTI-CHANNEL CUSTOMER-ORIENTED ORGANIZATIONS whitepaper TABLE OF CONTENTS: PAGE Overview...3 The Continuous Customer Dialogue Vision...4

More information

Research Brief. Using the Model. Category One: Strategy

Research Brief. Using the Model. Category One: Strategy The Sirius Directions in Services Model The Sirius Directions in Services Model groups sales, marketing and product service providers and agencies into five categories: strategy, reputation, demand, sales

More information

A Conceptual Definition of Direct Marketing

A Conceptual Definition of Direct Marketing John R. Miglautsch, PDM Connie L. Bauer, Pd.D. A Conceptual Definition of Direct Marketing John Miglautsch is founder of Miglautsch Marketing, Inc. which provides database marketing consultation and modeling.

More information

What is Market Research? Why Conduct Market Research?

What is Market Research? Why Conduct Market Research? What is Market Research? Successful businesses have extensive knowledge of their customers and their competitors. Market research is the process of gathering information which will make you more aware

More information

380 Personal Selling

380 Personal Selling 1 Personal Selling Prospecting and Qualifying Session 2 Chapter Four Prospecting & Qualifying 3 4 Learning Objectives After reading this chapter, you should understand: The steps in the personal selling

More information

Best Practices for Relationship Marketing

Best Practices for Relationship Marketing WebTrends 851 SW 6th Ave., Suite 600 Portland, OR 97204 1.503.294.7025 1.503.294.7130 fax US Toll Free 1-877-WebTrends (1-877-932-8736) WebTrends Sales 1.888.932.8736 sales@webtrends.com Europe, Middle

More information

Marketing: Promotion Basics

Marketing: Promotion Basics Name: Class: Date Taken: Total Possible Marks: 39 Marketing: Promotion Basics Complete the following questions in the time allowed by your teacher Write a short, accurate definition for each of the following

More information

In their hands. In their home. On their time. Acquiring new customers with mail.

In their hands. In their home. On their time. Acquiring new customers with mail. Inserts: Case Studies on Customer Acquisition Tips for creating an effective acquisition program. Types of customers to target: Those not aware of your product. Target prospects based on data, such as

More information

Strategies and Tactics to Improve Deposit Growth

Strategies and Tactics to Improve Deposit Growth Strategies and Tactics to Improve Deposit Growth Margaret Kane President and CEO Kane Bank Services 488 Hopkins Road Sacramento, CA 95864 916-488-0660 www.kanebankservices.com mkane@kanebankservices.com

More information

Good News Marketing Publishing & Subscription Services

Good News Marketing Publishing & Subscription Services Good News Marketing Publishing & Subscription Services December 2014 HH&S 27 Years of Good News Marketing HH&S have a unique experience in both newspaper circulation and subscription marketing Richard

More information

RETAILERS ASSOCIATON OF INDIA. start engaging. www.octaneresearch.in

RETAILERS ASSOCIATON OF INDIA. start engaging. www.octaneresearch.in RETAILERS ASSOCIATON OF INDIA start engaging www.octaneresearch.in 3 10% 4 5 1 2 3 4 5 6 7 3% 16% 43% 38% Top Level Mid Level Junior Level Others 8 9 31% 69% Single Brand Retailer Multi-Brand Retailer

More information

10 Strategies for an Award-winning Onboarding Process

10 Strategies for an Award-winning Onboarding Process 10 Strategies for an Award-winning Onboarding Process WHITE PAPER MARKETING SERVICES In December 2011, Harland Clarke Marketing Services received the prestigious Gold Award for Marketing Strategies from

More information

Hello, Goodbye. The New Spin on Customer Loyalty. From Customer Acquisition to Customer Loyalty. Definition of CRM.

Hello, Goodbye. The New Spin on Customer Loyalty. From Customer Acquisition to Customer Loyalty. Definition of CRM. Hello, Goodbye. The New Spin on Customer Loyalty The so-called typical customer no longer exists. Companies were focused on selling as many products as possible, without regard to who was buying them.

More information

Chapter 12 Preparing for the Sale. Section 12.1 What Is Selling? Section 12.2 Getting Ready To Sell

Chapter 12 Preparing for the Sale. Section 12.1 What Is Selling? Section 12.2 Getting Ready To Sell Unit 5 Selling Chapter 12 Preparing for the Sale Chapter 13 Initiating the Sale Chapter 14 Presenting the Product Chapter 15 Closing the Sale Chapter 16 Using Math in Sales Chapter 12 Preparing for the

More information

Customer Care for High Value Customers:

Customer Care for High Value Customers: Customer Care for High Value Customers: Key Strategies Srinivasan S.T. and Krishnan K.C. Abstract Communication Service Providers (CSPs) have started investing in emerging technologies as a result of commoditization

More information

NO LUCK NEEDED. How the Right Data Can Improve Casino Marketing Campaigns

NO LUCK NEEDED. How the Right Data Can Improve Casino Marketing Campaigns GAMING/CASINO DATA MARKETING WHITE PAPER NO LUCK NEEDED. How the Right Data Can Improve Casino Marketing Campaigns V12 Group 141 West Front Street Suite 410 Red Bank, NJ 07701 1-866-842-1001 www.v12groupinc.com

More information

ORACLE LOYALTY ANALYTICS

ORACLE LOYALTY ANALYTICS ORACLE LOYALTY ANALYTICS KEY FEATURES & BENEFITS FOR BUSINESS USERS Increase customer retention and purchase frequency Determine key factors that drive loyalty and use that insight to increase overall

More information

Shell CRM 2020. October 2014

Shell CRM 2020. October 2014 Shell CRM 2020 October 2014 MOST CONFIDENTIAL 2 2 THE SITE OF THE FUTURE RETAIL VISION Experience Role in Retail Strategy BEST FUELS RETAILER IN THE WORLD Accelerate Future Heartlands Defend and Grow the

More information

MKT 3525 SALES MANAGEMENT FINAL

MKT 3525 SALES MANAGEMENT FINAL MKT 3525 SALES MANAGEMENT FINAL Chapter 3: Territory Management Sales opportunity management - Generating new accounts - Managing existing accounts - Sales versus profits - Personal time management A process

More information

Insurance customer retention and growth

Insurance customer retention and growth IBM Software Group White Paper Insurance Insurance customer retention and growth Leveraging business analytics to retain existing customers and cross-sell and up-sell insurance policies 2 Insurance customer

More information

The Scientific Guide To: Email Marketing 30% OFF

The Scientific Guide To: Email Marketing 30% OFF The Scientific Guide To: Email Marketing 30% OFF Who is this guide for? All Marketing and ecommerce Managers at B2C companies. Introduction Science gives us the power to test assumptions by creating experiments

More information

PROFITABLE CUSTOMER ENGAGEMENT Concepts, Metrics & Strategies

PROFITABLE CUSTOMER ENGAGEMENT Concepts, Metrics & Strategies PROFITABLE CUSTOMER ENGAGEMENT Concepts, Metrics & Strategies V. Kumar Dr V.Kumar Chapter 4 Valuing customer contributions The future looks green!!! Instructor s Presentation Slides 2 Traditional measures

More information

9. 3 CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

9. 3 CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS Chapter 9 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications 349 FIGURE 9-5 THE FUTURE INTERNET-DRIVEN SUPPLY CHAIN The future Internet-driven supply chain operates like a

More information

BUSINESS-TO-BUSINESS MARKETING 2016-2017

BUSINESS-TO-BUSINESS MARKETING 2016-2017 BUSINESS-TO-BUSINESS MARKETING 2016-2017 September 2015 335 pages ISBN# 9781577832300 Published by Richard K. Miller & Associates (RKMA) PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING 1.1 B2B

More information

Training Advantage Series. Industry Overview. Licensed to Fonet Consultants Pvt. Ltd.Licensed to Fonet Consultants Pvt. Ltd.

Training Advantage Series. Industry Overview. Licensed to Fonet Consultants Pvt. Ltd.Licensed to Fonet Consultants Pvt. Ltd. Industry Overview 1 Industry Overview It is estimated that almost 66% of business is transacted over the telephone, and this percentage is expected to increase. With the application of technology and a

More information

FutureFlowMedia. A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Email Advertising

FutureFlowMedia. A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Email Advertising FutureFlowMedia A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Email Advertising Under Pressure to Get Your Client s Message In Front of More of the Right People? As

More information

emarketing Solutions The online tools you need to enhance your multichannel marketing efforts

emarketing Solutions The online tools you need to enhance your multichannel marketing efforts emarketing Solutions The online tools you need to enhance your multichannel marketing efforts One stop unlimited possibilities emarketing Solutions, Experian s full suite of online marketing tools, equips

More information

Exercise 7.1 What are advertising objectives?

Exercise 7.1 What are advertising objectives? These exercises look at the topics in the context of a communications mix. We start with an examination of what advertising objectives are (Exercise 7.1). We then look at how to set advertising objectives

More information

Investigating Effective Lead Generation Techniques

Investigating Effective Lead Generation Techniques Investigating Effective Lead Generation Techniques by BNET Editorial There is always some degree of turnover in any customer base. To keep a business growing, it is essential to generate new prospective

More information

Customer Relationship Management

Customer Relationship Management Customer Relationship Management by Professor Adrian Payne Director Centre for Relationship Marketing, Cranfield University Introduction Customer Relationship Management (CRM) is developing into a major

More information

Customer Relationship Management

Customer Relationship Management Customer Relationship Management CRM is Any application or initiative designed to help an organization optimize interactions with customers, suppliers, or prospects via one or more touch points for the

More information

InfoGlobalData specialise in B2B Email Lists and Email Appending Services.

InfoGlobalData specialise in B2B Email Lists and Email Appending Services. InfoGlobalData specialise in B2B Email Lists and Email Appending Services. We provide high quality mailing lists for your email marketing needs. Our data intelligence service can provide valuable insight

More information

PREDICTIVE MARKETING High-performance Analytics for Marketing

PREDICTIVE MARKETING High-performance Analytics for Marketing High Performance Analytics for Big Data PREDICTIVE MARKETING High-performance Analytics for Marketing Predictive marketing Customer Case Studies From Fuzzy Logix Companies have been leveraging in-database

More information

Send hyper-personalized emails based on revolutionary predictive algorithms and increase email revenues by 30%.

Send hyper-personalized emails based on revolutionary predictive algorithms and increase email revenues by 30%. Send hyper-personalized emails based on revolutionary predictive algorithms and increase email revenues by 30%. Companies using both the Salesforce Marketing Cloud and predictive marketing from AgilOne,

More information

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management.

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. September 2012 OptifiNow September 2012 Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead

More information

Managing Customer Retention

Managing Customer Retention Customer Relationship Management - Managing Customer Retention CRM Seminar SS 04 Professor: Assistent: Handed in by: Dr. Andreas Meier Andreea Iona Eric Fehlmann Av. Général-Guisan 46 1700 Fribourg eric.fehlmann@unifr.ch

More information

Part VIII: ecrm (Customer Relationship Management)

Part VIII: ecrm (Customer Relationship Management) Part VIII: ecrm (Customer Relationship Management) Learning Targets What are the objectives of CRM? How can we achieve customer acquisition and loyalty? What is the customer buying cycle? How does the

More information

Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both

Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both Lynn Brunner Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions,

More information

Embrace the Data-driven Marketing Plan

Embrace the Data-driven Marketing Plan Embrace the Data-driven Marketing Plan By Sandeep Kharidhi WHITE PAPER MARKETING SERVICES Executive Summary A sound marketing plan for any bank or credit union must be based on solid metrics derived from

More information

DEVELOPING AND UTILIZING ELECTRONIC MEDIA

DEVELOPING AND UTILIZING ELECTRONIC MEDIA 1 CHAPTER 7-2/E DEVELOPING AND UTILIZING ELECTRONIC MEDIA Summary In summary, the term electronic media encompasses television, radio and telephone. Television and radio are commonly referred to as broadcast

More information

Maximizing Customer Retention: A Blueprint for Successful Contact Centers

Maximizing Customer Retention: A Blueprint for Successful Contact Centers Maximizing Customer Retention: A Blueprint for Successful Contact Centers Sponsored by Table of Contents Executive Summary...1 Creating Loyal Customers: A Critical Company Goal...1 Causes of Customer Attrition...2

More information

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN How a multimedia platform can drive the success of your business If you ve ever heard a good piano player, you know that a solo act can create beautiful

More information

Marketing Plan Checklist

Marketing Plan Checklist Marketing Plan Checklist Water Street Design, LLC 205 North Cameron Street Winchester, VA 22601 540-667-6646 waterstdesign.com Creating a Marketing Plan You d be surprised how many large brands rely on

More information

Marketing Automation. Improve Efficiency, Lower Costs, and Maximize Revenue

Marketing Automation. Improve Efficiency, Lower Costs, and Maximize Revenue Marketing Automation Improve Efficiency, Lower Costs, and Maximize Revenue MDR s Free Webinar Series October 6, 2011 Copyright 2011 Market Data Retrieval 1 MDR s Free Webinar Series Provide customers added

More information

Chapter 1: Strategic Customer Relationship Management Today

Chapter 1: Strategic Customer Relationship Management Today Chapter 1: Strategic Customer Relationship Management Today Overview Topics discussed: From the marketing to the customer concept CRM and customer value The concept of CRM CRM from a business strategy

More information

Safe Harbor Statement

Safe Harbor Statement Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment

More information

Creating Greater Revenues Through Retention

Creating Greater Revenues Through Retention Creating Greater Revenues Through Retention Or, how to make more with less by Erica S. Thomsen Abstract: Creating Greater Revenue Through Retention seeks to demonstrate the power of reallocating a portion

More information

Relationship Marketing

Relationship Marketing Relationship Marketing How to replace outdated, ineffective marketing with simple, proven techniques. Compliance rules can be difficult and complex to navigate. Traditional marketing techniques are no

More information

Chapter 5: Customer Relationship Management. Introduction

Chapter 5: Customer Relationship Management. Introduction Chapter 5: Customer Relationship Management Introduction Customer Relationship Management involves managing all aspects of a customer s relationship with an organization to increase customer loyalty and

More information

Data Science & Big Data Practice

Data Science & Big Data Practice INSIGHTS ANALYTICS INNOVATIONS Data Science & Big Data Practice Customer Intelligence - 360 Insight Amplify customer insight by integrating enterprise data with external data Customer Intelligence 360

More information

ConsumerViewSM. Insight on more than 235 million consumers and 113 million households to improve your marketing campaigns

ConsumerViewSM. Insight on more than 235 million consumers and 113 million households to improve your marketing campaigns ConsumerViewSM Insight on more than 235 million consumers and 113 million households to improve your marketing campaigns Learn how Experian s ConsumerView SM database enables better segmentation for brands

More information

2010-2013 Group Dewey Consulting. All rights reserved.

2010-2013 Group Dewey Consulting. All rights reserved. THE PRACTICE GROUP M ARKETING SERIES PRACTICE GROUP MARKE TING PLAN PRACTICE GROUP: PLAN DATE: PRACTICE GROUP LEADER: NEXT PLAN REVIEW DATE: # ATTORNEYS IN GROUP: GROUP REVENUE PER LAWYER: ASSIGNED BD

More information

CRM - Customer Relationship Management

CRM - Customer Relationship Management CRM - Customer Relationship Management 1 Customer power Consumer choices gains importance in the decision making process of companies and they feel the need to think like a customer than a producer. 2

More information

Visa Consulting and Analytics

Visa Consulting and Analytics Visa Consulting and Analytics Issuer Acquirer Retailer Analytics and Information services: Issuer menu Issuers - Visa data driven insights We are in a unique position to inform our clients about performance

More information

Data, BIG and SMALL that s

Data, BIG and SMALL that s Data, BIG and SMALL that s Collecting, Protecting and Profiting from Big and Small Data My Background Strategy Tech Data People Process 1 The evolution of retail and its data Stone Age - 1700» Language

More information

Chapter 4: Implementing the CRM Strategy

Chapter 4: Implementing the CRM Strategy Chapter 4: Implementing the CRM Strategy Overview Topics discussed: Elements of a CRM System Customer Interphase / Touch Points CRM Applications Return on Investment (ROI) of CRM CRM Costs Why is ROI of

More information

Target and Acquire the Multichannel Insurance Consumer

Target and Acquire the Multichannel Insurance Consumer Neustar Insights Whitepaper Target and Acquire the Multichannel Insurance Consumer Increase Conversion by Applying Real-Time Data Across Channels Contents Executive Summary 2 Are You Losing Hot Leads?

More information

Boost Profits with Better Marketing Analytics

Boost Profits with Better Marketing Analytics Boost Profits with Better Marketing Analytics Marketing Solutions for the Utilities Industry Publication Date: July, 2014 www.datamentors.com info@datamentors.com 01. Boost Profits with Better Marketing

More information

THE B2B FULL-FUNNEL MARKETER S HANDBOOK

THE B2B FULL-FUNNEL MARKETER S HANDBOOK THE B2B FULL-FUNNEL MARKETER S HANDBOOK Brand Awareness Content Engagement & Education Lead Generation & Sales Conversions The B2B Full-Funnel Marketer s Handbook For business-to-business marketers, the

More information

MARKETING Market research market strategy target market market mix Market Research

MARKETING Market research market strategy target market market mix Market Research MARKETING Marketing is the management process for identifying and anticipating customer requirements profitably. All company policies and activities should be directed toward satisfying customer needs.

More information

Email Marketing. Re-vitalizing your most important channel. Tony Aslanian Director of Marketing & Revenue Strategy Nickelodeon Suites Resort

Email Marketing. Re-vitalizing your most important channel. Tony Aslanian Director of Marketing & Revenue Strategy Nickelodeon Suites Resort Email Marketing Re-vitalizing your most important channel Tony Aslanian Director of Marketing & Revenue Strategy Nickelodeon Suites Resort Why is Email Marketing Vital? Email Marketing is a major component

More information

WHO WE ARE VISION MISSION VALUE. www.thorassociates.com

WHO WE ARE VISION MISSION VALUE. www.thorassociates.com Results. ROI. Revenue. WHO WE ARE 2 VISION MISSION VALUE THOR identifies a product s Unique Selling Proposition and uses it to create brand differentiators. By integrating DRTV, Digital, Radio, Print,

More information

Contents. Part- I: Introduction to Services Marketing. Chapter 1 Understanding Services 3-22. Chapter 2 The Nature of Services Marketing 23-38

Contents. Part- I: Introduction to Services Marketing. Chapter 1 Understanding Services 3-22. Chapter 2 The Nature of Services Marketing 23-38 Contents Part- I: Introduction to Services Marketing Chapter 1 Understanding Services 3-22 Chapter 2 The Nature of Services Marketing 23-38 Part- II: The Customer Experience Chapter 3 Consumer Behavior

More information

OPPORTUNITY STATEMENT:

OPPORTUNITY STATEMENT: 2.5.3 Retailer Business Model The following sections focus on the five core components of a retailer s business model. These sections highlight the critical means by which a retailer functions within the

More information

Managing the Next Best Activity Decision

Managing the Next Best Activity Decision Managing the Next Best Activity Decision James Taylor CEO, Decision Management Solutions Treating customers right, every time More information at: www.decisionmanagementsolutions.com No matter what the

More information

Automated Marketing Practical Scenarios to Get You Started

Automated Marketing Practical Scenarios to Get You Started Automated Marketing Practical Scenarios to Get You Started 1 Table of Contents Executive Summary 3 Part One: Lead Management Lead Gathering 4 Lead Nurturing before you have Permission to Email 6 Lead Nurturing

More information

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CII Institute of Logistics

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CII Institute of Logistics CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CII Institute of Logistics Session map Session1 Session 2 Introduction The new focus on customer loyalty CRM and Business Intelligence CRM Marketing initiatives Session

More information